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Tandon Computers: A new move in branding

Case study

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Tandon Computers: A new move in branding

1990/1 campaign had to overcome a complete lack of brand awareness. Brand as well as product advertising was needed, the former being a new venture for Tandon. Campaign changed conventional PC advertising by addressing a business audience as normal people, same consumers in a different environment. 'Stan and Don' TV used over 10 weeks in Anglia and TVS aimed at ABC1 businessmen. Sales in these areas were maintained at 40% ahead of areas with no advertising.